Relationshipping: The Key to Corporate Value

By George Wiedemann

Relationshipping is for all managers in the enterprise concerned with developing products and engaging prospects and customers. It is especially relevant to CEOs and their teams.

Relationshipping is also essential reading for business school professors and their students, because the book goes to the heart of how marketing has been changed by internet connectivity and the technology revolution.

Consumers now want a unified, seamless, and moving to personalized brand experience as they engage with and use the products and services.

This makes it imperative for management to connect the dots to see the prediction of where their strategies and tactics to engage customers is taking the value of their enterprise.

Welcome to this connected new world. Relationshipping provides an overarching view and a blueprint for how to deal with it.

• Language: English
• Publisher: Xlibris US
• Release date: Mar 16, 2020
• ISBN: 9781796094466

George Wiedemann

George has spent his entire fifty-plus year career in the marketing field on both the client and advertising agency side of the desk. Hebegan his career at Time Inc. becoming the youngest Circulation Director in the company's history at age 27. At Grey Advertising for 20 years he built the global subsidiary Grey Direct from scratch reaching 38 companies and over $1 billion of client spend. Intrigued by the internet and technology he spent 3 years in Silicon Valley running Responsys, one of the first large commercial email platforms which Oracle acquired in 2016. George ran a public company. Rewards Network, for three years. George spent 14 years building DRUM Agency which unfortunately ended due to COVID. In that entire span, George has been a passionate practitioner of the art and science of connecting consumers with brands. He now consults and sits on boards to help his clients build thriving companies.

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ISBN:   Softcover   978-1-7960-9447-3

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Rev. date: 03/13/2020

CHAPTERS

1 Relationshipping Is Overtaking Marketing

2 Relationshipping Drives Corporate Value

3 Big Data Supercharges Relationshipping

4 Digital Media Delivers a Crucial Starting Point

5 Relationshipping Tells the Brand Story with Content

6 Relationshipping Requires an Integrated Tech Stack

7 Brand Personalization Is Here

8 The New Eight Ps in Relationshipping

9 Company Changes Needed for Relationshipping

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FOREWORD

To succeed these days in engaging customers with the brand and its enterprise, thereby increasing enterprise value, the C-suite must deal with understanding the disruption brought about by technology in the marketing world.

To deliver on objectives and to address the changes involved in winning and serving customers, the C-suite team needs to realign the art and science of engaging consumers with brands. Operationalizing adaptation to the new consumer behaviors will focus the full power of martech science and art to build the customer base and enterprise value.

We are living through a time of transformation brought about by Internet connectivity, online technology, personal devices and all those digital interactions that are daily moving engagement away from the still-robust world of offline communication interactions. With connectivity, consumer behavior has dramatically changed.

That this disruption of engagement is not uniform across generations only complicates matters. To a great extent, Baby Boomers have adapted to technology, but it’s hardly surprising that older populations still prefer doing business the old way — in offline channels with traditional behaviors. Meanwhile, the Generation X and Millennial populations have gone deeply digital but still embrace offline channels. Generation Z (and younger) grew up plugged in; therefore, engaging that cohort is uniquely and dominantly digital.

To use a hockey metaphor, it’s important to skate to where the puck is going — not where it is now. That’s why I suggest that, given the speed of digital and technological transformation, the movement of attention to digital platforms, and the birth of big data, we need to adopt a new way of bonding the customer to the brand.

We need to embrace customer-centricity by examining management silos and solutions to unify all touchpoints into a superior brand experience. In order to do so, it’s essential that we master digital connectivity. Consumers today want to engage in a relationship with the brand — one that’s personal and robust.

CHAPTER 1

RELATIONSHIPPING IS

OVERTAKING MARKETING

To succeed today in cultivating a brand’s user loyalty, in growing brand revenue and returns and ultimately in expanding enterprise value, we need to change four things: our approach, strategy, execution and terminology.

We need to move away from marketing, which is being overtaken by the current technology revolution in which we are immersed. Given that the consuming world is largely a connected world, with consumers connected to brands and their products through mobile devices, laptops and desktops, I believe that we need to create a new name — and a new paradigm — for our initiative: relationshipping. And we need to apply it as a new way of thinking in our efforts to move goods and services.

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Source: https://wearesocial.com/blog/2020/01/

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Relationshipping is the art and science of bonding the consumer to the brand digitally, with the final metric focus on generating optimum customer lifetime value (CLV). Achieving this goal requires grounding in data and technology, which together support brand personalization.

Relationshipping is a fundamentally customer-centric enterprise, and is consummated across various Moments of Truth